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Feb 2017 - IDC Survey Spotlight - Doc # US42217617

Does More Marketing Help a Company Grow?

Author: Andrew LeClair

This IDC Survey Spotlight examines IDC's "Sales-to-Marketing Cost Envelope." This key performance indicator (KPI) compares a company's investment in sales vis-à-vis the company's investment in marketing. IDC finds that in companies that are growing the fastest, marketing receives a larger portion of the sales + marketing budget. This document discusses the reasons behind this trend, leveraging data from IDC's 2016 Tech Marketing Benchmark database.